Running a business teaches you a lot—but not always in the ways you expect.
When I first opened Innocence & Attitude in 2017, I knew it would be hard work. I knew it would demand long hours, sacrifice, and learning on the fly. What I didn’t expect was one of the most brutal truths: you won’t always be supported by the people you think will show up.
That was a tough pill to swallow.
Support doesn’t always come from family or friends. More often than not, it comes from complete strangers—customers who walk through the door, locals who spread the word, and fellow business owners who understand the hustle. And honestly? That kind of support is powerful. It’s raw, genuine, and it fuels you on the days when you’re questioning everything.
I’ve learned that to survive—and thrive—you have to be willing to evolve. You have to keep learning, trying, failing, and adjusting. Business doesn’t stand still, and neither can you. The retail world in particular changes so quickly, and staying relevant means keeping your finger on the pulse while still staying true to your own style and values.

One of the most important things I’ve come to understand is that you don’t need all the answers to get started. So many people hold back from starting their dream because they feel like they’re not “ready.” I can tell you right now: no one’s ever really ready. You learn as you go. And sometimes, the only way to figure something out is to take the leap and work it out along the way.
Mindset, more than anything, has been the biggest game-changer. There are going to be hard days—quiet sales weeks, stock delays, unexpected setbacks—but if you stay grounded in your why, you’ll always find a way forward.
That’s what keeps me going.

I’ve also learned the value of trusting my instincts. When it comes to curating the store and making decisions with all aspects of the business.  From shop design, staffing to choosing brands. I go with my gut! If I love it, know its quality, and think it will resonate with our community, I’ll back it. I always look for pieces that reflect versatility, individuality, and something just a little bit different. Because I know the people who shop with us are looking for more than just another outfit—they’re looking for something that feels like them.

There have been seasons of challenge and moments of magic. But every part of this journey has taught me something, about business, yes, but also about myself. The confidence, resilience, and adaptability I’ve built along the way have become just as valuable as any financial win.
So, if you’re sitting on a dream and waiting for the “perfect time”? Let this be your sign: the timing will never feel perfect. But if your heart is in it, and you’re willing to learn as you go, you’ll be more ready than you think.

Thanks for reading along as I’ve shared the story behind Innocence & Attitude over the past few months. I’ve got more stories and updates to come, so stay tuned for what’s next. The journey is just getting started.